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Conversion of Measurement Units Carefully read page 44 of the SABRE Student Guide. In perceptual maps, the customers' demand levels for all attributes are expressed

Conversion of Measurement Units

Carefully read page 44 of the SABRE Student Guide.

In perceptual maps, the customers' demand levels for all attributes are expressed in non-dimensional scales of -25 to 25 no matter what the actual attribute ranges are.

For example, whereas the customers' needs for Complexity range from 7 to 150, you would find the ideal customer demand somewhere in between -25 and +25 using the non-dimensional scales.

When you do R&D on a product, you would need to convert the non-dimensional value into actual measurement units.

what actual performance level would you aim to produce for the Complexity attribute if the ideal customer demand is 14 on the non-dimensional scale?

Use 7 and 150 as the two ending points of the actual measurement scale for Complexity

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